Illumina

Marketing Challenge

Illumina helps researchers achieve scientific breakthroughs through advanced genetic analysis tools. The company, which pioneered single nucleotide polymorphism (SNP) genotyping and related technologies, quickly expanded its portfolio of genetic analysis tools to encompass sequencing, DNA analysis and RNA analysis. Along with this expansion came the challenge of strategically communicating the Illumina brand across all the market segments it served.

Our Approach

We developed an iconic brand approach, utilizing the letter “i” as the omnipresent image that, used consistently over time, came to represent Illumina’s key brand attributes. We evolved the overall campaign to capture the voice of the dynamic Illumina community of researchers who use Illumina tools to make breakthroughs.

Results

Since the overall campaign was launched, Illumina has seen a hundredfold increase in traffic to their web site and related microsites, as well as qualified leads. Of course their technological superiority and unique company culture has a lot to do with the company’s success. But tying these elements together with a cohesive campaign strategy has defined the Illumina brand and created a measurable competitive advantage and increased revenues.